Join Roger S.H. Schulman for an in-depth discussion in this video Globe's hero ... and villains, part of Storytelling for Business Video.
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- Up until now, I've used the terms main character…and hero interchangeably.…Most of the time they do mean the same thing,…but sometimes your main character…and your hero can be two different entities.…In a business video,…a good test for whether your main character…is also your hero,…is to measure her against your brand persona.…If there's no match,…you'd better start looking elsewhere for your hero.…Let's administer this test…to our Globe Bank commercial for consumers.…A quick glance at the script…reveals who our main character is, the woman.…
She's the only character who appears in every shot.…The whole story is seen through her point of view.…Let's analyze her personality.…At the start of our story she's hesitant.…She's uneasy.…She's dismayed.…She's troubled.…Does that intersect in any way…with the brand persona of Globe Bank?…Enterprising, giving, trustworthy.…There's a disconnect here.…Our main character is clearly not our hero.…Well then who is?…Now that we've eliminated the woman, it's not hard to guess.…
There's only one other character…
In Storytelling for Business Video, Roger S.H. Schulman shows the tools and techniques authors and screenwriters can use to make any business video clearer, more compelling, and more persuasive. These tips work equally well whether you're trying to sell a product or service or to simply establish brand awareness.
Roger examines the specific steps it takes to build an entertaining and memorable story, first looking at the various intersections between creative storytelling and marketing. Learn how to find the heroes (and maybe even the villains) of your story and use the three-act structure of Hollywood films to communicate the message of your business in a compelling way. Along the way, Roger builds a video script for a fictitious company step-by-step, and shows how storytelling techniques make the final script better in every way.
- Defining your story
- Finding your business story
- Understanding your audience
- Drawing the dramatic arc for your story
- Discovering the moral of your story
- Authoring the "hero" of your business story
- Finding conflict and resolution
- Outlining and drafting the script for your video